IAB: UK is Leading the Way for Mobile and Responsive Design Sites

IAB Graph
A graph showing each how each vertical performed in 2013 and 2014 – click to see full size

54 per cent of the top brands in EU5 markets – Italy, Spain, Germany, France and the UK – have mobile-optimised sites, according to research from the IAB UK and Kantar Media.

The UK is leading the way, with 64 of the top 100 brands now presenting visitors with a mobile-friendly homepage, up from 58 in August 2013. Of these, 24 use responsive design – up from 11 in 2013.

Germany has the second greatest number of mobile sites (60 of the countrys top 100 brands) but just eight sites using responsive design, the lowest of any country studied. Conversely, while Spain has the lowest number of mobile sites overall – 45, making it the only country where less than half of the top sites are mobile-ready – it was second only to the UK in terms of responsive design, with 15 responsive sites.

The UKs figures were also broken down by vertical. Automotive performed best, with all of the top brands optimised for mobile, while FMCG lagged behind the other five verticals examined, with just 22 per cent. Strangely, technology & telecoms was the only vertical which saw a dip in the number of mobile sites, down from 75 per cent in 2013 to 73 per cent – see the graph above left.